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(MBASkills.IN) Reymond
Prof. Sameer Mathur gave a presentation on brand resonance in the Indian market. He discussed Raymond, a large Indian fabric and fashion retailer with several renowned brands. Raymond has evolved over eight decades from suiting materials to readymade apparel and tailoring services through a nationwide network of exclusive brand outlets. Mathur explained how Raymond builds resonance through loyalty, community, attachment, and engagement. He provided examples of Raymond's marketing strategies and recent award wins.
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- 1. Prof. Sameer Mathur, Ph.D. BrandResonance in the Indian market 1© Sameer Mathur
- 2. Overview © Sameer Mathur2 Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image
- 3. Sameer Mathur MBASkills.IN Marketing Professor2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 3© Sameer Mathur
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- 5. Raymond Group One ofIndia's largest branded fabric and fashion retailer, with some of the best brands in its portfolio Eight decades old Group, in operation since 1925 Integrated across the value chain One of the largest exclusive retail networks in the textile and fashion space in India 5© Sameer Mathur
- 6. Evolution of Raymond 6©Sameer Mathur
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- 8. Brand size 8© SameerMathur
- 9. Exclusive Brand outlet 9©Sameer Mathur
- 10. Exclusive Brand outlet 10©Sameer Mathur
- 11. The discerning upperechelon 11 Top end- Chairman’s collection Polyester blend For middle class © Sameer Mathur
- 12. Marketing Strategy 12 Nation-wide network Suitingmaterials Readymade apparels Tailoring services © Sameer Mathur
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- 14. Resonance a) Loyalty b) Community c)Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? © Sameer Mathur Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 14
- 15. Resonating with theaudience 15 “Guide to the well- dressed male” “The Complete Man” “Feels like Heaven” “Feels like Raymond” Slogans that resonate with the times © Sameer Mathur
- 16. Raymond- The CompleteMan 16© Sameer Mathur
- 17. Drive for Passion 17 Todelve deeper into the life of its Complete Man A feeling of community Facebook & Twitter People share stories about their passion Winners gets a chance to ride in the T-REX bike © Sameer Mathur
- 18. Resonance a) Loyalty b) Community c)Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? © Sameer Mathur Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 18
- 19. Recent Awards 19 Most AdmiredCompanies in India, 2013 Most Innovative Retailer of the Year, 2012 Best Consumer Packaging in Asia, 2012 Most Admired Menswear Brand of the year, 2009 © Sameer Mathur
- 20. Summary © Sameer Mathur20 Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image
- 21. Credits © Sameer Mathur21 http://www.raymondindia.com/oc_mile.asp#.Up7bXcSnq8o http://www.raymondindia.com/off_brnd.asp#.Up7bhMSnq8o http://www.raymondindia.com/cr/raymond_cp_13.pdf http://www.raymondindia.com/oc_achvmt.asp#.Up7cxcSnq8o http://economictimes.indiatimes.com/news/news-by- industry/services/advertising/raymond-goes-digital-with-drive-for-passion- campaign/articleshow/26526755.cms https://apps.facebook.com/driveforpassion/?fb_source=search&ref=br_tf http://www.raymondindia.com/cr/raymond_cp_13.pdf K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON
- 22. Sameer Mathur MBASkills.IN Marketing Professor2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 22© Sameer Mathur